QUESTIONS:

• How is KidZania able to differentiate in the competitive entertainment market? What is unique about KidZania’s offer?

• Who are KidZania’s stakeholders? What do they contribute to the experience and what do they receive in return?

Team E: Kidzania Case Study 1

Q.1 KidZania’s uniqueness and differentiation

Type of competitive advantage pursued

Lower cost Differentiation

Cost Leadership Broad differentiation

>Focuses on affordability and easy accessibility of >use of innovation to address the consumers’ growing
Broad cross >Offers discounts and coupons to achieve sales health concerns
section of targets >product offerings in a way to stand out and be different
buyers >high brand awareness and high sales growth from the available alternatives
Market target

>Expansion of customer base by emphasizing >Extensive experience, the oldest brand and strong
over the unique product features and concept at presence all over the world 
low price >Brand logo
>Customisation and adaptability as per the region

Focused low cost Focused differentiation

Narrow buyer >serving the needs of a niche market segment at >emphasizing over the size and design of the product
segment the lowest possible price (offerings) that could best match the customers’ needs
(Niche >discounts and requirements
market) >revise of branding strategies and bringing continuous
changes in the product designing 
>customers’ psychological expectations